Good Is the New Cool: Market Like You Give a Damn

Amazon.com Price: $10.92 (as of 11/10/2019 02:09 PST- Details)

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Description

“We are at a crossroads: either we will be able to try to prop up the old, broken marketing model, or we will be able to create a new model, one that is fit for the unique challenges of today.” —From Good Is the New Cool

Marketing has an image problem. Media-savvy millennials, and their younger Gen Z counterparts, no longer agree with advertising, and they demand increased social responsibility from their brands—at the same time as still insisting on state of the art products with on-trend design. As at all times, brands want to be cool—but now they want to be good, too. It’s a tall order, and with new technology empowering consumers to bypass advertisements altogether, it won’t be long before the old, advertising-based marketing model goes the way of the major label.

If only there was a new model, one that allowed companies to address environmental, civic, and economic issues in a way that grew their brand and business, at the same time as giving back to society, and re-branding branding as a powerful force for good. Enter Good is The New Cool, a bold new manifesto from marketing experts Afdhel Aziz and Bobby Jones. In provocative, whip-smart, and streetwise style, they take aim at conventional marketing, posing the questions few have had the vision and courage to ask: If the system is broken, how are we able to fix it? Reasonably than sinking money into advertising, why not create a new model, in which great marketing optimizes life?

With seven revolutionary new principles—from “Treat People as Citizens, Not Consumers,” to “Lead with the Cool”—and insights and interviews from a new generation of marketers, social entrepreneurs, and leaders of such brands as Zappos, Citibank, The Honest Company, as well as the culture creators working with artists like Lady Gaga, Pharrell, and Justin Bieber, this rule-breaking book is the new business model for the twenty-first century, and a call to action for anyone committed to building a better day after today. This visionary book won’t just change your business—it’ll change the world.

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